Aditya Birla Fashion and Retail’s division — Pantaloons will join in to express its love for the sport with its Cricket campaign, ‘How Blue Are You?’

As part of the campaign, the brand will change its identity, which has been its calling card for years. So just for the campaign, Pantaloons will proudly change the colour of its logo to Blue. Even the name of the Loyalty Program will be changed from Greencard to Bluecard for the campaign.

Aditya Birla Fashion and Retail is engaged in providing branded fashion apparels and accessories, and the retail sale of clothing, footwear and leather articles in stores. It operates through two segments: Madura Fashion & Lifestyle, and Pantaloons. The company’s brands include Louis Philippe, Van Heusen, Allen Solly and Peter England.